By day, the white billboards feature what appear to randomly placed, bloody stakes. But as the darkness of night falls, the stakes (along with specially arranged projection lights) create a shadow on the white background to form the creepy and clever silhouette of a fanged man.
The billboards were launched to promote and celebrate the launch of a new BBC three-part Dracula series. In addition to the signage, a glass box encasing an additional stake reads “Break in case of vampires”.
Our campaign for Dracula leaves the audience in no doubt they can expect something fresh and unexpected from this extraordinary adaptation of the vampire classic”
Speaking to The Drum, Olly Harnett, creative head at BBC Creative, says: “Our campaign for Dracula leaves the audience in no doubt they can expect something fresh and unexpected from this extraordinary adaptation of the vampire classic.
“Our unique campaign is one of the most ambitious special builds we’ve ever undertaken – by day, a random assortment of stakes hammered into a billboard but by night, transformed, as the Count springs to life in the form of a looming shadow.”
Originally a gothic horror novel written by Bram Stoker in 1897, the new show, which was created by the makers of Sherlock and launched on BBC and Netflix on January 1st 2020, promises dark humour and a fresh take on the classic character.
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